KidsKnowBest secured a minority investment from kids’ entertainment company Cake, a move designed to connect youth audience insights with global IP development and distribution.
The undisclosed investment establishes a long-term strategic partnership between the two companies. Founder and CEO Joel Silverman retains full control of KidsKnowBest.
Founded in 2017, KidsKnowBest operates a youth insight community comprising thousands of children and families across the U.S. and U.K. The group provides ongoing first-party feedback on behavior, trends, brand affinity, and cultural shifts, informing influencer strategies and marketing programs for brands targeting young audiences.
The partnership will combine KidsKnowBest’s proprietary community insight and influencer capabilities with Cake’s experience in kids’ entertainment production, financing, and distribution. Together, the companies plan to collaborate on the development and growth of youth-focused brands.
“This is far more than an investment, it’s a strategic collaboration built on shared ambition,” said Joel Silverman, Founder & CEO of KidsKnowBest. “We’ve spent the last eight years building direct, meaningful relationships with young audiences. Our global community gives us real-time visibility into what kids care about, how they engage, and where culture is heading. Partnering with Cake allows us to connect that intelligence directly into the IP ecosystem. Together, we can move seamlessly from insight to influencer to global distribution, building brands with young people at the heart.”
Cake CEO Ed Galton said the partnership reflects a growing need to align audience intelligence with brand development.
“What attracted us to KidsKnowBest was the strength of their community and the clarity of their data,” said Ed Galton, CEO of Cake. “They don’t speculate about youth culture, they’re embedded within it. By bringing their audience intelligence together with Cake’s experience in developing and scaling global kids’ brands, we see real opportunity to build culturally relevant IP with long-term value.”
The collaboration positions both companies to work more closely across brand strategy, development, and international growth as youth culture increasingly shifts toward creator-led engagement and community-driven trends.
